TURKEY B2C E-COMMERCE MARKET 2017 PUBLICATION DATE: JULY 2017

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Turkey B2C E-Commerce Market 2017

Report

B2C E-Commerce

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Turkey

English

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QUESTIONS

ANSWERED

IN THIS REPORT

What was the market size of retail E-Commerce in Turkey in 2016?

What are the main drivers and barriers to the growth of online retail in this country?

Which payment methods and product categories do Turkey’s online shoppers prefer?

How high is the M-Commerce share of Internet retail sales and what is the projection for 2019?

From which E-Commerce platforms do online shoppers in Turkey buy the most?

SECONDARY MARKET

RESEARCH

Our reports are exclusively based on secondary market research. Our researchers derive

information and data from a variety of reliable published sources and compile the data into

understandable and easy-to-use formats.

ADVANTAGES Maximum Objectivity

Reliable Sources

Up-To-Date Analysis

Boardroom-Ready PowerPoint Presentations

Guidance For Strategic Company Decisions

TURKEY B2C E-COMMERCE MARKET 2017

ONLINE MARKETPLACES DOMINATE TURKEY’S E-COMMERCE MARKET

Online retail sales in Turkey have been growing at a strong double-digit rate over the

past several years, spurred by the increased consumer connectivity. Internet penetration in

the country has reached over one-half of the population, and continues to rise. Yet, just

around one-third of connected consumers in Turkey purchased products and services

online in 2016, highlighting the need for increasing trust in E-Commerce. Furthermore, only

a small one-digit share of the country’s 2016 retail sales was online, below the global

average. This indicates the untapped potential of Turkey’s E-Commerce, which could propel

it to the sixth rank among the top emerging markets in terms of online retail by 2025.

Among the important findings contained in this yStats.com’s report are online

shopper preferences regarding payment methods, product categories and E-Commerce

platforms. Clothing was the top product category purchased by digital buyers in Turkey in

2016, and credit card was by far the most popular online payment method. Regarding the

competition landscape, three major online marketplaces dominate: Hepsiburada,

Gittigidiyor and N11.

M-Commerce is the main trend in Turkey’s online retail. Smartphone was the leading

device that online shoppers used for making purchases, ahead of laptop, desktop computer

and tablet, as of early January 2017. According to a forecast cited in this report by

yStats.com, by 2021, the mobile share of E-Commerce sales in Turkey could reach nearly

50%. On the other hand, cross-border online shopping, which is rising across Europe and

the world, is yet to catch up in Turkey, as only one in ten online shoppers purchased from

foreign sellers in 2016.

TURKEY B2C E-COMMERCE MARKET 2017

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MANAGEMENT SUMMARY

OVERVIEW & INTERNATIONAL COMPARISONS

B2C E-Commerce Overview and International Comparisons, July 2017

E-Commerce and M-Commerce Penetration in Turkey Compared to Global, in % of Total Retail Sales and in %

of E-Commerce Sales, 2012 & 2016

Retail E-Commerce Sales Forecast in Turkey, Compared to Selected Emerging Markets Worldwide, in USD

billion, 2025f

Internet Penetration in Turkey, Compared to Selected Countries in Europe, in % of Individuals, 2012 - 2016

Online Shopper Penetration in Turkey, Compared to Selected Countries in Europe, in % of Internet Users,

2012 - 2016

Mobile Shopper Penetration in Turkey, Compared to Selected Countries in Europe, in % of Mobile Device

Owners, April 2016

TRENDS

Device Ownership, in % of Internet Users, 2014 – 2016

Devices Used in Online Shopping, in % of Online Shoppers, January 2017

M-Commerce Share of Retail E-Commerce Sales, in %, 2012, 2016 & 2021f

Breakdown of Retail E-Commerce Transactions by Device, in %, Q4 2015 & Q4 2016

Product Categories Purchased via Mobile Devices, in % of Mobile Shoppers, April 2016

Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2012 – 2016

Breakdown of Online Shopping Preference, by Domestic and Foreign Online Stores, in % of Online Shoppers,

February 2017

SALES & SHARES

E-Commerce Sales by Segment, in TRY billion, 2015 & 2016

Retail E-Commerce Sales, in TRY billion, and Year-on-Year Change, in %, 2013 - 2016

Retail E-Commerce Sales by Segment, by Pure Online Retail and Multichannel Retail, in TRY billion, and Year-

on-Year Change, in %, 2016

E-Commerce Share of Total Retail Sales, in %, 2012 & 2016

INTERNET USERS & ONLINE SHOPPERS

Internet Penetration, in % of Individuals, 2011 - 2016

Internet Penetration, by Age Group and Gender, in % of Individuals in Each Group, Q1 2016

Online Shopper Penetration, in % of Internet Users, 2011 - 2016

Online Shopper Penetration, in % of Internet Users, by Gender, Q1 2016

Breakdown of the Time of Last Online Purchase, in % of Internet Users, Q1 2015 & Q1 2016

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TURKEY B2C E-COMMERCE MARKET 2017

TABLE OF CONTENTS (1 OF 2)

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PRODUCTS

Product Categories Purchased Online, in % of Online Shoppers, by Gender, 12 Months to March 2016

B2C E-Commerce Sales of Clothing and Footwear, in USD million, 2015 & 2020f

Product Categories Purchased Online, in % of Online Shoppers, January 2017

PAYMENT

Payment Methods Used in E-Commerce, in % of Online Shoppers, January 2017

Number of Payment Cards, in millions, and Share of Cards Used for Online Payments, in %, by Credit Cards

and Debit Cards, 2014 - 2016

Number of Domestic E-Commerce Transactions with Bank Cards, in millions, and Value, in TRY million, Q1

2015 – Q1 2017

Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY

million, Q1 2015 – Q1 2017

Value of Payments Made with 3D Secure, in TRY billion, and Share of Total E-Commerce Card Payment

Transactions, in %, 2014 - 2016

Activities Conducted Online, incl. Related to Paying for Goods and Services, in % of Internet Users, Q1 2016

DELIVERY

Problems Encountered When Shopping Online, in % of Online Shoppers, by Gender and Total, 12 Months to

March 2016

Problems Encountered At The Moment of Delivery, in % of Online Shoppers, July 2016

PLAYERS

B2C E-Commerce Player Overview, July 2017

E-Commerce Websites Purchased from, in % of Online Shoppers, January 2017

Preferred E-Commerce Sites, in % of Online Shoppers, July 2016

Top 3 E-Commerce Websites with Best Perceived Customer Experience, by Product Category, in % of Online

Shoppers in the Relevant Category, March 2017 (1 of 2)

Top 3 E-Commerce Websites with Best Perceived Customer Experience, by Product Category, in % of Online

Shoppers in the Relevant Category, March 2017 (2 of 2)

Top 15 E-Commerce Websites by Page Views, incl. Page Views, in millions, and Real Users, in millions,

December 2016

Top 4 E-Commerce Websites, by Total Website Visits, in millions, incl. Rank Among All Websites in Turkey and

Category, June 2017

TURKEY B2C E-COMMERCE MARKET 2017

TABLE OF CONTENTS (2 OF 2)

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TURKEY B2C E-COMMERCE MARKET 2017

REPORT-SPECIFIC SAMPLE CHARTS

GENERAL METHODOLOGY OF OUR MARKET REPORTS Secondary Market Research

The reports are compiled based on secondary market research.

Secondary research is information gathered from previously published

sources. Our reports are solely based on information and data acquired

from national and international statistical offices, industry and trade

associations, business reports, business and company databases,

journals, company registries, news portals and many other reliable

sources. By using various sources we ensure maximum objectivity for all

obtained data. As a result, companies gain a precise and unbiased

impression of the market situation.

Cross referencing of data is conducted in order to ensure

validity and reliability.

The source of information and its release date are provided on

every chart. It is possible that the information contained in one chart is

derived from several sources. If this is the case, all sources are mentioned

on the chart.

The reports include mainly data from the last 12 months prior

to the date of report publication. Exact publication dates are mentioned in

every chart.

Definitions

The reports take into account a broad definition of B2C E-

Commerce, which might include mobile commerce. As definitions may

vary among sources, exact definition used by the source (if available) is

included at the bottom of the chart.

Chart Types

Our reports include text charts, pie charts, bar charts, rankings,

line graphs and tables. Every chart contains an Action Title, which

summarizes the main idea/finding of the chart and a Subtitle, which

provides necessary information about the country, the topic, units or

measures of currency, and the applicable time period(s) to which the data

refers. With respect to rankings, it is possible that the summation of all

categories amounts to more than 100%. In this case, multiple answers were

possible, which is noted at the bottom of the chart.

Report Structure

Reports are comprised of the following elements, in the following

order: Cover page, preface, legal notice, methodology, definitions, table of

contents, management summary (summarizing main information

contained in each section of report) and report content (divided into

sections and chapters). When available, we also include forecasts in our

report content. These forecasts are not our own; they are published by

reliable sources. Within Global and Regional reports, we include all major

developed and emerging markets, ranked in order of importance by using

evaluative criteria such as sales figures.

Notes and Currency Values

If available, additional information about the data collection, for

example the time of survey and number of people surveyed, is provided in

the form of a note. In some cases, the note (also) contains additional

information needed to fully understand the contents of the respective data.

When providing information about amounts of money, local

currencies are most often used. When referencing currency values in the

Action Title, the EUR values are also provided in brackets. The conversions

are always made using the average currency exchange rate for the

respective time period. Should the currency figure be in the future, the

average exchange rate of the past 12 months is used.

METHODOLOGY OF OUR TURKEY B2C E-COMMERCE MARKET 2017

Report Coverage

This report covers the B2C E-Commerce market in Turkey. A

broad definition of retail E-Commerce used by some original sources cited

in this report might include both B2C and C2C E-Commerce.

The report contains relevant information about international

comparisons, market trends, B2C E-Commerce sales and shares, Internet

users and shoppers, products, payment methods, delivery and players.

Report Structure

The report starts with an overview of the B2C E-Commerce

market and international comparisons, where the relevant country is

compared to other countries in the region in terms of criteria relevant to

E-Commerce.

Next, the “Trends” section includes an overview of market

trends, such as M-Commerce and cross-border online shopping.

The section “Sales & Shares” covers the development of retail E-

Commerce sales and E-Commerce’s share of total retail sales.

In the “Users & Shoppers” section, information about Internet

penetration and online shoppers is included.

Afterwards, the section “Products” shows the leading product

categories purchased online.

The next section, “Payment”, covers the payment methods most

used by online shoppers.

Furthermore, the “Delivery” section provides information related

to delivery in B2C E-Commerce.

Finally, the “Players” section contains information about the

leading B2C E-Commerce companies, including rankings of top online

shopping platforms by website visits and usage rates by online shoppers.

TURKEY B2C E-COMMERCE MARKET 2017

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Poland B2C E-Commerce Market 2017

Russia B2C E-Commerce Market 2017

Western Europe B2C E-Commerce Market 2017

Europe M-Commerce 2017

Europe Cross-Border B2C E-Commerce 2017

Europe Online Payment Methods: Full Year 2016

Europe Online Travel Market 2016

Europe Clothing B2C E-Commerce Market 2016

Global Mobile Payment Methods: Full Year 2016

Global Mobile Wallets 2017: Competitors and Market Opportunities

Global Online Payment Methods: Full Year 2016

Global Cross-Border B2C E-Commerce 2017

Global Online Travel Market 2016

Global Clothing B2C E-Commerce Market 2016

July 2017

July 2017

July 2017

June 2017

February 2017

March 2017

October 2016

August 2016

March 2017

January 2017

March 2017

February 2017

October 2016

August 2016

€ 750

€ 950

€ 2,950

€ 750

€ 1,950

€ 1,950

€ 750

€ 950

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Asia-Pacific B2C E-Commerce Market 2017

South Korea B2C E-Commerce Market 2017

India B2C E-Commerce Market 2017

China B2C E-Commerce Market 2017

Southeast Asia B2C E-Commerce Market 2017

June 2017

June 2017

May 2017

May 2017

May 2017

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Global B2C E-Commerce Market 2016 June 2016 € 3,950

Latin America B2C E-Commerce Market 2016

Africa B2C E-Commerce Market 2016

Middle East B2C E-Commerce Market 2016

March 2016

May 2016

May 2016

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UPCOMING RELATED REPORTS

REPORT PUBLICATION

DATE

PRICE*

Europe B2C E-Commerce Market 2017

Europe Online Payment Methods: First Half 2017

July 2017

July 2017

€ 3,950

€ 950

TURKEY B2C E-COMMERCE MARKET 2017

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